Woolmark’s new first family of fashion

A fun and strange ad out of W+K Shanghai shows a reporter interviewing the sheep that live in the lap of merino-covered luxury. 

As a young woman in a smart suit approaches a home set in a hill, she’s greeted by a canine butler, who escorts her through the complex. She meets the Merinos, sheep who embody luxury, class, and approachability. Imitating pieces like Grey Gardens and The Royal Tenenbaums, this ad is bizarre and brilliant, with incredibly high production and a well-crafted movement through an expansive home.

Directed by Ding Yu Chen from Pandemic, Merino the Treasure Wool is an eastern brand meeting the western aesthetic, creating a wholly Chinese ad that feels modern and approachable.